- SectorRetail & E-Commerce
- LocationUAE
- EngagementWeb design and development · Social media strategy
Background
Supplements are a crowded, heavily regulated and trust-dependent category. The product is largely commoditised, the claims that can legally be made are limited, and the customer can buy the same tub from a marketplace in two taps.
The challenge
In a category like this, a store competing purely on catalogue and price is competing with marketplaces that will always be cheaper and faster. The question is not how to list more products. It is what reason a customer has to buy from this retailer rather than from Amazon or noon, and then what brings them back when the tub runs out.
The social side has its own constraint. Supplement marketing attracts aggressive claims, and the platforms and regulators both police them. Content has to work hard while staying well inside what can actually be substantiated.
How we approached it
Build for repeat, not first purchase
The economics of supplements are repeat purchase. We prioritised the parts of the experience that decide whether a second order happens over the parts that chase a first click.
A site structured for how people shop a goal, not a shelf
Customers do not arrive looking for a product category. They arrive with an objective. The navigation and merchandising were built around that, so the product set is reachable from the question the customer actually has.
Content that stays on the right side of the line
The social strategy was built on education, usage and comparison rather than claims about outcomes. It is the approach that survives both platform review and the customer finding out whether it was true.
Decisions that shaped it
No outcome claims, as a strategy rather than a restriction
Declining to make results claims is usually treated as a compliance cost. In a category where every competitor makes them, being the retailer that does not is a position in itself.
What was delivered
- Website design and build
- Social media strategy
- Content direction
Where it landed
A store positioned on trust and repeat purchase rather than on price against marketplaces, with a content approach that does not depend on claims the business cannot support.
Services provided
Published with the client's permission. Old Port does not publish performance figures unless the client has confirmed them in writing.